GDD730 – Module:2 Week:5 Norming

This week the team are preparing for the presentation next week. I think that we are all feeling the time pressure as the ideation took longer than anticipated and our concept is not yet fully realised.

Each of the team members now has an agreed role or roles. I have put myself forward for 3 roles within the team which are presenting, research and UI.

This is the first time that I have conducted any formal research. My colleague Filsan has written an informal interview to gather qualitative data. I have created a questionnaire based around the interview questions with more closed questions so that we can have some quantitative information and details about different demographics and reach a larger audience.

I am using Google Forms for the first time. I have found its usability is excellent and building the form was quick.

Brace asserts that the information gathered in surveys is “only as good as the questions that are asked” (Brace, 2019). It is not just the questions but the way the questions are positioned that will affect the outcome, as the author of the survey may have basis that will influence how they write. Surveys can be affected by two types of error sampling error and non-sampling error. The questionnaire should be structured to give respondent the opportunity to provide the most accurate information they can. (Brace, 2019)

As I have limited time and a limited number of respondents the survey might be open to sampling error that will have to be accepted. To lessen non-sampling errors I will be focusing on following best practices outlined by Brace (Brace, 2019).

My questionnaire objectives are to understand how people experience and engage with music events, how they record and recall the events, and what makes these experiences special. The ultimate goal is to use the data to inform the design of our digital immersive experience. The questions are presented in a consistent format. I used the read back feature in Word to check how the questions sound and if they make sense, additionally I asked the team to review which provided different perspectives. I then asked by Husband to do UAT on the form and corrected issues based on his feedback. I started the questionnaire by asking the respondence to recall an experience to make them feel engaged with the topic. I used some open ended questions to access the creativity of the consumer.

I used a Stamford University research template to develop the informed consent at the start of the form.

Analysis of the data

The survey has provided a large body of data and tables, my challenge is now to understand what is most relevant. Is there any additional analysis I can do such as trying to find correlations or different representations of the qualitative data. Also I am keen to understand which pieces of data I should elevate and include in the presentation.

One of the areas I am looking at is thematic analysis, where you explore similarities and relationships with the data. One approach to print the material and highlight important sections that are relative – give that to each team one read each. Then add highlighted sections to sicky notes on a white board, then organise using descriptive labels. Then groups can collapse or expand. (NNG, n.d.).

In the book The Complete Guide to Business School Presenting: What your professors don’t tell you… What you absolutely must know Ridgley recommends incorporating analysis into your presentation to provide “clarity and concision”. The recommendation is not to talk about the model or the process but to display the results. We should also use SWAT (Strength, Weaknesses, Opportunities, Threats) or PEST (Political/Environmental/Social/Technology Environment) in relation to the results. It is important not to have too much complex information, the information provided should have context and relate to the conclusion. Use a two-by-two matrix Ridgley advices looking at Value Chain, value chain is new concept to me so I will need to do further reading to understand the application and how it relates to our work. I think that we will be in a position to talk about finance in broad terms but this will be refined throughout the process (Ridgley, 2012).

I found the benefit of working with a team this week has been the rapid feedback. I was able to circulate a draft get feedback and publish the survey in one working day. I have also found that having positive and supportive team members has helped me remain motivated and engaged.


Brace, I., 2018. Questionnaire design. London: Kogan Page.

Ridgley, S., 2012. The complete guide to business school presenting. New York: Anthem Press.

NNG, n.d. Thematic Analysis of Qualitative User Research Data. Available at: <; [Accessed 2 July 2021].

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